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Brand evaluations in sponsorship versus celebrity endorsement

Schnittka, Oliver; Hofmann, Julian; Johnen, Marius; … - In: International journal of market research 65 (2023) 1, pp. 126-144

Persistent link: https://www.econbiz.de/10014233831

Effects of celebrity endorsers for multiple brands on attitudes and purchase intentions

Erfgen, Carsten; Sattler, Henrik; Victoria Villeda, Isabel - In: Schmalenbach business review : sbr 17 (2016) 1, pp. 49-67

Persistent link: https://www.econbiz.de/10011634075

Implementing effective customer participation for hedonic and utilitarian services

Blinda, Kristina; Schnittka, Oliver; Sattler, Henrik; … - In: Journal of Services Marketing 33 (2019) 3, pp. 316-330

Purpose: A distinct view of customer participation in services classifies the characteristics of the participation process as experience- versus outcome-oriented, each of which affects customer participation success uniquely for different types of services (utilitarian vs hedonic). This study...

Persistent link: https://www.econbiz.de/10012077201

Each can help or hurt : negative and positive word of mouth in social network brand communities

Rellilng, Marleen; Schnittka, Oliver; Sattler, Henrik; … - In: International journal of research in marketing : IJRM ; … 33 (2016) 1, pp. 42-58

Persistent link: https://www.econbiz.de/10011490805

Community members' perception of brand community character : construction and validation of a new scale

Relling, Marleen; Schnittka, Oliver; Ringle, Christian M.; … - In: Journal of interactive marketing : a quarterly … 36 (2016), pp. 107-120

Persistent link: https://www.econbiz.de/10011616011

Brand-anchored discrete choice experiment (BDCE) vs. direct attribute rating (DAR) : an empirical comparison of predictive validity

Farsky, Mario; Schnittka, Oliver; Sattler, Henrik; … - In: Marketing letters : a journal of research in marketing 28 (2017) 2, pp. 231-240

Persistent link: https://www.econbiz.de/10011675165

The impact of different fit dimensions on spillover effects in brand alliances

Schnittka, Oliver; Johnen, Marius; Völckner, Franziska; … - In: Journal of business economics : JBE 87 (2017) 7, pp. 899-925

Persistent link: https://www.econbiz.de/10011758051

Let them do the work: a participatory place branding approach

Zenker, Sebastian; Erfgen, Carsten - In: Journal of Place Management and Development 7 (2014) 3, pp. 225-234

Purpose – This paper aims to develop a participatory approach to place branding. In doing so, it offers guidance on how to implement a participatory place branding strategy within place management practice. Design/methodology/approach – The paper is based on theoretical insights drawn from...

Persistent link: https://www.econbiz.de/10014899356

Evaluating the advertising effectiveness of noncelebrity endorsers : advantages of customer vs. employee endorsers and mediating factors of their impact

Gräve, Jan-Frederik; Schnittka, Oliver; Haiduk, Carolin - In: Journal of advertising research 61 (2021) 3, pp. 318-333

Persistent link: https://www.econbiz.de/10012656841

Hofmann, Julian; Schnittka, Oliver; Johnen, Marius; … - In: Journal of business research : JBR 124 (2021), pp. 748-758

Persistent link: https://www.econbiz.de/10012494015